Australia targets social media algorithms with new user-choice rules

SYDNEY, Sept 8 (Reuters) - On Tuesday, Australia put forward a proposal that would let social media users decide what appears in their content feeds. It represents the latest measure in the government's campaign to enhance online safety, following its introduction of a world-first social media ban for children.

The draft laws, proposed by the centre-left Labor government, would require social media platforms to notify users and offer them a choice over their default feed.

Users may opt in to a default feed that features personalised content recommended by an algorithm. Alternatively, they can opt out of algorithmically recommended content and instead see posts solely from the friends and creators they have chosen to follow.

Prime Minister Anthony Albanese described the proposal as "sensible, pragmatic, practical reform" while speaking to reporters. "It gives users choice and it will hold the big tech companies responsible for inaction if they don't follow our laws," he said.

Meta Platforms, which owns Facebook, Instagram and WhatsApp, and Alphabet's Google did not immediately respond to requests for comment.

Australia is following the European Union's Digital Services Act, which since 2024 has required platforms to offer users the option to switch off profiling. That rollout had a bumpy beginning, with regulators complaining that platforms did not make it simple enough for users to opt out.

Social media companies are facing growing global scrutiny over concerns that algorithms are designed to foster addictive behaviour, pulling users into prolonged viewing through recommendations that push them toward similar content.

Albanese said the "My Feed, My Way" initiative would also require digital platforms to document the measures they have taken to address identified risks of harm to Australian users, and to verify that those measures remain effective over time.

Non-compliance could lead to penalties of up to A$109.2 million ($79 million), with Australia's internet regulator, eSafety, responsible for enforcement and compliance.

eSafety would also receive the power to issue notices requiring big tech companies to remove harmful, nudity-related, and illegal content quickly. However, free speech advocates have warned that the proposed legislation could result in censorship.

Albanese said: "It's not about giving government control. It's about giving people control."

The government will seek feedback from digital platforms, industry bodies, civil society organisations and advocates on the draft legislation, with the bill expected to be introduced to Parliament this year.

At the exchange rate used here, $1 equals 1.3868 Australian dollars.